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Denmark Beer Market Background Briefing

VIEWS: 28 PAGES: 17

Synopsis Canadean’s, Denmark Beer Market Background Briefingprovides detailed analysis on the beer market background in Denmark . The qualitative data in the report analyses the dynamics in Denmark , providing marketers with the essential information to understand the Danish beer market and the information to accurately identify where to compete in the future. Summary This report comprises of high level market research data on the Denmark beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable analysis on beer market history, pricing and taxation, breweries and brands, segmentation, distribution, imports and exports, and packaging. Scope This report provides readers a thorough understanding of the market background of the Denmark beer industry. The report also provides a summary of the overall beer market trends in Denmark. Reasons To Buy • The Denmark Beer Market Background Briefing report from Canadean provides a detailed picture of the beer industry. • The report provides an analysis of beer market background briefing in Denmark detailing the beer history, pricing and taxation, breweries and brands, segmentation, distribution, imports and exports, and packaging. • Canadean’s in-depth methodology provides consistent, reliable data which has been researched and built from brand data upwards. • Compiled by an experienced “on-the-ground” industry analyst who conducts face-to-face interviews with key brewers, leading companies in allied industries, distributors and retailers.

More Info
									BEER SERVICE
Beer Service

Denmark
Market Background Briefing
2012




Canadean Contacts:
Debra Richards, Sales Support Manager: +44 (0)1256 394227
Alison Bodnar, Sales Support Administrator: +44 (0)1256 394287




Copyright
Information contained in Canadean reports is confidential and for use only by clients of Canadean with valid contracts.
All copyright in these publications is reserved. No part of this report may be reproduced, stored in a retrieval system, or
transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without prior
permission of the copyright owners.

Liability
Whilst every effort has been made to ensure that information contained in this report is accurate and that opinions
expressed are sound, Canadean Ltd cannot be made liable for any errors, omissions or incorrect information or for any
loss or consequential losses arising as a result of decisions taken based on the contents of this report.

Canadean prints its reports on 100% recycled paper using 80% post consumer waste.




Visit the Canadean website @ www.canadean.com
Wisdom Databases and Reports available from the Canadean Beer Service in 2012:


 Beer Country Market Insight Reports and Wisdom Databases
 Asia
                   (1)
       Australia                    Indonesia                    Philippines                  Taiwan
       China (+ regions)            Japan                        Singapore                    Thailand
       Hong Kong                    Malaysia                     South Korea                  Vietnam
       India

 Americas
       Argentina                   Chile                          Guatemala                    Panama
                                                                                                  (1)
       Brazil                      Colombia                       Honduras                     USA
               (1)
       Canada                      Costa Rica                     Mexico                       Venezuela
                   (2)
       Caribbean                   El Salvador                    Nicaragua

 West Europe
                 (1)                          (1)                                                    (1)
       Austria                      Germany                       Italy                        Spain
                 (1)                                                          (1)                      (1)
       Belgium                      Greece                        Netherlands                  Sweden
                   (1)                                 (1)               (1)                               (1)
       Denmark                      Ireland (Republic)            Norway                       Switzerland
                (1)                                                                                            (1)
       Finland                      Ireland (Northern)            Portugal                     United Kingdom
               (1)
       France

 East Europe
       Bulgaria                     Hungary                       Romania                      Slovenia
       Croatia                      Latvia                        Russia                       Turkey
                                             (1)
       Czech Republic               Lithuania                     Serbia                       Ukraine
               (1)
       Estonia                      Poland                        Slovak Republic


 Africa
       Nigeria

 In addition to above reports, top line data is also available for another 111 countries.
 (1)
        Cider Market Insight Reports and Wisdom Databases also available. Cider data also available for New Zealand and
        South Africa.
 (2)
        Includes data on: Antigua, Aruba, Bahamas, Barbados, Belize, Bermuda, British Virgin Islands, Cayman Islands,
        Cuba, Curacao, Dominica, Dominican Republic, Grenada, Guadeloupe, Guyana, Haiti, Jamaica, Martinique, Puerto
        Rico, St Kitts and Nevis, St Lucia, St Vincent and The Grenadines, Surinam and Trinidad.

 Beer Global Reports
       Global Beer Trends – Excel Report
       Global Brewer Analyser – Excel Report

For more information on Canadean’s Beer Service, Wisdom or any of Canadean’s other beverage services or consulting,
please contact Canadean: tel +44 (0)1256 394224, email sales@canadean.com or visit www.canadean.com


                                                                                            Liquid Intelligence
                                                                                                                                     Denmark




                                                                 Contents

 EXECUTIVE SUMMARY .................................................................................................................................. 2
 MARKET BACKGROUND BRIEFING ............................................................................................................... 4
 Beer Definitions by Type – Local Segmentation............................................................................................. 8
 Beer Definitions by Type – Standard Price Segmentation .............................................................................. 8
 Beer Definitions by Type – Alcoholic Strength ............................................................................................... 9
 Beer Definitions by Type – Beer Type ........................................................................................................... 9
 Beer Definitions by Type – Local, National and International ....................................................................... 10


 Research Methodology
 Product Definitions




Beer Market Background Briefing                                                                                                                     1
Beer Service/Nov- 12
Denmark




Executive Summary


Beer decline slows in 2011

The demand for beer was only marginally down on 2010, and if it had not been for a wet July, which sent
sales spiralling downwards, the market may even have ended up flat. There is a caveat to the performance
and that is that the new tax increase implemented in January will have prompted some stocking as retailers
looked to fill their warehouse full of beer taxed at the 2011 level before the tax rise came in. This triggered a
5% rise in December taxed volumes taking the end of year taxed beers to a drop of 1.3%. Even with this
factor taken into consideration the market losses represented an improvement. Industry feedback suggests
that this was because the beer market has been so bad in recent years that an improvement was inevitable.

Price competition contributes to better performance

2011 is reported to have seen extraordinary levels of price competition last year. Two crates of A-brand
pilsners were being sold for as low as 160DKK; a startlingly low price. This had a positive effect on sales but
impacted on the B-brand producers Harboe and Vestfyen who saw sales drop back last year ahead of the
market.

Horeca sales improve

Although the mood among Danish consumers continues to show limited confidence, the on-premise volumes
for beer fell by just 2% last year; a considerable improvement. Soft drinks sales in on-premise actually
increased. Footfall in the Horeca channel had fallen so much that many restaurants and bars have even taken
to closing for part of the week to keep costs down.

Cider market slump continues

The tax increase on cider in August 2010 continues to depress the category and sales in 2011 have fallen
steeply once again in both the on and the off-premise markets. This will have prompted some drinkers to
return to the beer category but many cider drinkers seem to have migrated to the premium packaged spirit or
FAB market which has returned to growth. The cider boom in Denmark has proven to be short lived.

Cans lose momentum

Since the can ban was lifted in September 2002, the Danish beer market has seen a surge in the penetration
of cans. Helped by a combination of novelty and convenience, cans have proved very popular with Danish
consumers. 2011 has however seen the rise of cans in the beer market slow to a trickle – production figures
have even recorded a small loss. There were three main factors behind this, a price rise on cans in, intense
price promotional activity on 33cl returnable bottles and the continued decline of the convenience channel
where cans dominate.

Copenhagen, a new concept in beer

Carlsberg have been innovative in 2011 with a number of new products but their new Copenhagen beer
catches the eye. The beer is positioned to appeal to female beer drinkers, widening the audience for the
sector. The beer is packed in an elegant glass bottle and support will be tied in with various fashion events to
get noticed among women drinkers. The concept will be rolled out Internationally.




2                                                                                      Beer Market Background Briefing
                                                                                                 Beer Service/Nov- 12
                                                                                                Denmark



 2012 shaped by tax increases

 The beer market has been rocked by a sizeable 25% jump in tax. The rise would have been even more if the
 new government elected in September had not had to tone down the rise to win enough support in parliament.
 The rise represents a rise of around DKK7 per 30 bottle crate and has had inevitable repercussions for beer
 sales in 2012 with beer sales down by 6% in the first quarter – volumes were down by as much as 17% in
 January. The rise has sparked some controversy and raised the profile of the border trade debate. The Border
 Trade will be the main benefactor of the tax rise. The European football Championships and the Olympics will
 have a limited positive effect. What will be particularly worrying in future is the announcement that the
 government is considering annual tax increases tied to the rate of inflation.




Beer Market Background Briefing                                                                            3
Beer Service/Nov- 12
Denmark




Market Background Briefing


General

Danish annual per capita consumption levels were previously the highest in Europe but in the past few years
changing consumption levels have led to steadily falling sales. Per capita levels remain well above average
west Europe volumes. Although a relatively steep decline has been registered in official volumes, actual
consumption is not declining at such a pronounced level. Unregistered import volumes, mainly personal
imports across the border from Germany, have increased in recent years and the reduction of cross border
sales will have to happen if domestic sales of beer are ever to rise again. These volumes are notoriously
difficult to quantify, but Government estimat
								
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